Buybuy Baby is closing all its stores, about a year after new owners tried to revive the brand.

The company announced on its website that it is moving to an online-only model after recognizing the need for a “strategic reset.”

“With this shift, we have made the difficult decision to close our physical stores by the end of this year,” the company wrote. “We understand that this may be disappointing news, and we want all of our customers to know that this was not a choice we took lightly.”

BUY BUY BABY STORES CLOSING AS PART OF BANKRUPTCY

Buybuy Baby started offering closing sales on almost everything in the store after the announcement. Gift cards are accepted in store through October 31st. Shoppers can still use their gift cards online. Registries will still be available online, the company said.

The company’s customer service team will contact customers regarding furniture orders.

buy buy Baby store with cart return rack in the foreground, Cherry Hill, NJ, January 8, 2023. (Fox News)

Buybuy Baby’s attempt at a brick-and-mortar comeback didn’t last long. The brand was a subsidiary of Bed Bath & Beyond Inc. until it filed for Chapter 11 bankruptcy in 2023 after years of declining sales and failed turnaround plans.

BED BATH & BEYOND BRAND RETURNS TO PHYSICAL STORES

Subsequently, all Buybuy Baby stores were closed as part of the bankruptcy liquidation.

Buybuy Baby’s intellectual properties were sold in July 2023 for $15.5 million to Dream on Me Industries, which manufactures and sells baby products and furniture.

In the short term, the new parent company announced a plan to relaunch the website and reopen eleven stores. According to ModernRetail.com, the company reportedly had a national expansion in mind with plans to reopen 100 stores over a three-year period.

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The news comes just after Beyond Inc., owner of brands including Bed Bath & Beyond, Overstock and Zulily, said it is investing $40 million in the Container Store Group to relaunch some Bed Bath & Beyond products in stores .

Under this new partnership, the companies will use a department within the Container Store’s real estate locations to showcase the Bed Bath & Beyond range for kitchen, bathroom and bedroom, which will be co-branded.